Nestle puts £10m behind launch of fat-free yoghurt

Nestle Chilled Dairy is to put £10m behind the UK debut of its first fat-free yoghurt, Nestle Sveltesse.

As concern about obesity grows, the Sveltesse marketing campaign will stress that fat-free need not mean an absence of taste and pleasure.

Nestle, which already sells the brand in France, Spain, Portugal and Belgium, will launch Sveltesse in UK supermarkets next week.

Sveltesse will sit alongside Nestle Chilled Dairy's low-fat Ski range and compete with brands such as St Ivel's Shape.

The Sveltesse range, which will retail at £1.39, includes fruit yoghurts with large pieces of real fruit, and yoghurts inspired by dessert recipes, including lemon cheesecake and peach melba.

Ogilvy & Mather, Nestle Chilled Dairy's ad agency, will oversee a £10m campaign including TV, press, sampling activity and in-store promotions. The campaign will run for six months from mid-October.

According to the firm, the 'light' sector accounts for 19% of the total chilled dairy market by value. Nestle believes Sveltesse will establish the firm in this sector.

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